Salty Snacks

ASSIGNMENT
“Salty Snacks”
(BHO5574)

Consumer Behaviour

PRESENTED BY
KONSTANTINOS TSIGKRIS 3875114
NGUYEN CUONG DANG 4119716
SYED DANISH ALI BAFAKHY 4261661
Victoria University

* TABLE OF CONTENTS
Contents
(BHO5574) i
TABLE OF CONTENTS..............................................................................................ii
ABSTRACT…………………………………………………………………………..3
INTRODUCTION…………………………………………………………………….3
REVIEW OF THE LITERATURE…………………………………………………...4
“Salty Snacks”…………………………………………………………………………6 DATA AND METHODOLOGY 7
RESULTs……………………………………………………………………………...8
RELATIONSHIP BETWEEN PENETRATION AND DUPLICATION 9 PENETRATION AND AVERAGE DUPLICATION 10 EXPECTED DUPLICATION 11 DUPLICATION COEFFICIENT 11 EXPECTED DUPLICATION 13 PRODUCT CATEGORY 13 Burger Rings case 15
IMPLICATION………………………………………………………………………17
CONCLUSION 18
References……………………………………………………………………………19

* *

* * ABSTRACT
The Duplication of purchase law has been considered in many fields of business market, such as: tourism (Mansfield, Romaniuk, Sharp 2003), television viewing (Goodhardt & Ehrenberg 1969, Barwise & Ehrenberg 1988), radio listening (Lees & Winchester 2012) and so on. In terms of consumer markets, there are a lot of researches that show how a market works in connection with the other product categories and how companies share their customers over the time. Similar to other previous researches, Salty snacks which provided by John Dawes is an exercise in understanding the competitive market structure. This report explains the analysis process this exercise and presents the results which based on the knowledge about the duplication of purchase law. This report also links with segmentation and discusses both views about the term “target market”. * INTRODUCTION
There many issues that exist in almost any market which sometimes are in contrast with some of the marketing issues. In some cases some

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